bill and decide they don't want to be part of the program will then receive again -- again they will receive an opt out notification and tell us no thank you at that point. they can call, let us know by various means that they want out, and throughout this time period we will be utilizing broadcast media, social media, broadcast media to make sure folks are aware. it's not just a quiet piece of mail that shows up at their home. it's going to be a full campaign here in the city, television, out door, advertising, newspaper, social media. our goal is really to reach as many people as possible throughout san francisco by repetition of this message, so no one that you bump into will say "i have no idea what you're talking about". >> president torres.